TODAY Brings Home Ratings Gold Across The Board
By: Tori Hartshorn Feb. 27, 2018
TODAY continues its ratings streak as the top-rated morning news broadcast, winning across the board during both week two from PyeongChang and February 2018. The monthly win marks TODAY's third consecutive month of ratings dominance in total viewers, the key A25-54 demo and A18-49 since June 2012.
Co-anchored by Savannah Guthrie and Hoda Kotb, TODAY was number-one across the board during the full two weeks of Olympics coverage from South Korea, and posted its best two-week Winter Olympics advantage over GMA in P2+ and A25-54 since Vancouver 2010. TODAY's February win marks the show's 30th consecutive month at #1 in the A25-54 demo and 35th consecutive month at #1 in A18-49. Additionally, TODAY, which improved its advantages over GMA for both the month and the week, is the only morning news broadcast to post year-over-year growth in total viewers, A25-54 and A18-49.
Additionally, MEGYN KELLY TODAY at 9 a.m. and TODAY with Kathie Lee and Hoda at 10 a.m. are up across the board week-to-week.
TODAY HIGHLIGHTS
FEBRUARY 2018
TODAY averaged 4.471 million total viewers, leading GMA by +196,000 (+5%) and CBS THIS MORNING by +960,000 (+27%)
TODAY's total viewer advantage hit a six-year February high vs. GMA and a three-year February high vs. CBS
TODAY more than doubled its total viewer lead over GMA compared to prior month (+196,000 vs. +62,000 in Jan'18)
TODAY was the only broadcast to post viewership growth month-over-month (+2% vs. Jan'18) and versus February 2017 (+4%)
TODAY has been #1 among A25-54 viewers for 30 consecutive months and 31 of the last 32 months.
- TODAY averaged 1.657 million A25-54 viewers, +265,000 (+19%) higher than GMA and +686,000 (+71%) more than CBS
- This was TODAY's best monthly average in a year (since Feb'17)
- TODAY improved its advantages over the competition month-over-month and versus February 2017
TODAY has ranked #1 among A18-49 viewers for 35 consecutive months
- TODAY averaged 1.241 million A18-49 viewers, outperforming GMA by +238,000 (+24%) and CBS by +521,000 (+72%)
- TODAY had its best monthly A18-49 viewer average since December 2016
- Month-over-month, TODAY's A18-49 viewership increased by +4%. Compared to February 2017, TODAY was up +1%.
WEEK OF FEBRUARY 19-25, 2018
| Net | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.17 | 13 | 4,389 | 0.94 | 1,217 | 1.34 | 1,614 |
| CBS THIS MORNING | 2.45 | 10 | 3,374 | 0.50 | 646 | 0.73 | 885 |
| GOOD MORNING AMERICA | 3.02 | 12 | 4,189 | 0.75 | 964 | 1.11 | 1,334 |
TODAY finished 1st across-the-board for the 10th time in the last 13 weeks
TODAY had its best two-week Winter Olympics advantages over GMA in P2+ and A25-54 since Vancouver 2010
TODAY averaged 1.614 million A25-54 viewers, leading GMA by +280,000 (+21%) and CBS THIS MORNING by +729,000 (+82%)
- TODAY has now ranked #1 among A25-54 viewers for 113 consecutive weeks (best streak in over five years) and 129 of the last 130 weeks
- Best Olympics Week #2 demo advantage over GMA since 2010 in Vancouver
- Compared to the same week last season, TODAY was the only broadcast to post A25-54 viewer growth (+36,000, or +2%) while more than tripling its advantage over GMA and increasing its lead over CBS by 46%
- TODAY delivered a 1.34 A25-54 rating, +0.23 points ahead of GMA and +0.61 points more than CBS
TODAY averaged 1.217 million A18-49 viewers, +253,000 (+26%) more than GMA and +571,000 (+88%) higher than CBS
- Among A18-49 viewers, TODAY has now posted 133 consecutive weekly wins and has finished #1 in 139 of the last 141 weeks and 150 of the last 154 weeks
- Compared to the same week last season, TODAY's A18-49 viewership was up +4% (+42,000) while more than tripling its lead over GMA and improving its advantage over CBS by 51%
- TODAY has now ranked #1 among A18-49 viewers for 92 consecutive daily broadcasts
- TODAY's 0.94 A18-49 rating led GMA by +0.19 points and CBS by +0.44 points
TODAY averaged 4.389 million total viewers, outperforming GMA by +200,000 (+5%) and CBS THIS MORNING by +1.015 million (+30%)
- TODAY ranked #1 among total viewers for the 10th time in the last 13 weeks (best streak in almost six years, April 2012)
- TODAY led CBS by at least one million viewers for the third consecutive week
- TODAY was the only morning program to post total viewer gains vs. the same week last season (up +143,000). TODAY improved its lead vs. CBS by 80% and posted a 567,000 viewer turnaround vs. GMA (+200,000 win vs. -367,000 loss prior year)
SEASON-TO-DATE
TODAY ranks #1 among A25-54 viewers
- Leads GMA by +194,000 and CBS by +612,000
TODAY ranks #1 among A18-49 viewers
- Leads GMA by +213,000 and CBS by +474,000
- TODAY's A18-49 lead over GMA is up 1% vs. last season (+213,000 current vs. 210,000 last season)
TODAY ranks #1 among total viewers
- Leads GMA by +50,000; best STD P2+ margin vs. GMA since 2011-12
- Leads CBS by +771,000
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